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Irish Drinkers Increasingly Shunning Whiskey For Gin, Study Finds

Published on Sep 7 2018 10:35 AM in Drinks tagged: Ireland / Whiskey / spirits / Irish Spirits Association

Irish Drinkers Increasingly Shunning Whiskey For Gin, Study Finds

While it's renowned – alongside Scotland – as the home of Whiskey, Ireland's drinkers are starting to favour an altogether different tipple, according to the latest Irish spirits industry and market report by the Irish Spirits Association.

It found that Gin is the fastest-growing spirits category among Irish consumers, with sales rising 47.2% in 2017, driven by both Irish and imported brands.

The data also found that Whiskey drinkers appear to be more conscientious about what products they imbibe, with Premium Irish Whiskey rising by 40%.

Three quarters of Irish spirits are sold through the off-trade, according to the Irish Spirits Association, with Vodka the top seller in this channel, accounting for a third (33.2%) of sales.

This is followed by Irish Whiskey (24.4%), Gin (11.2%), Rum (7.7%) and Brandy (4.9%).

Another spirit on the increase is Irish Cream Liqueur, best represented on the global stage by Bailey's, which saw 5.6% growth last year.

Premium Positions

“In Ireland last year sales of Irish whiskey were up 5%, but sales of more expensive premium whiskeys were up over 40%," said Patricia Callan, director of the Alcohol Beverage Federation of Ireland (ABFI).

"We are seeing Irish people moving from volume-based consumption to more conscientious value-based consumption.”

Callan added that the data indicates that Irish consumers are adopting a more responsible approach to alcohol consumption.

"Alcohol consumption has declined by over 23% since 2003, according to the CSO and Revenue Commissioner data," she said.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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